评论
打印
After months and months of depressing earnings reports, one question must be on every McDonald’s MCD -3.84% exec’s mind: How on earth can we turn things around?
面对连续数月毫无起色的收益报告，麦当劳每位高管必然都在琢磨同一个问题：究竟如何才能扭转局势？
Same-store sales fell 2.2 percent globally and 4.6 percent in the U.S. in November, McDonald’s reported on Monday. The chain hasn’t seen any growth sales in the U.S. for over a year.
麦当劳周一宣布，11月份，该公司全球同店销售额下降2.2%，美国同店销售额下降4.6%。其美国销售额毫无增长的局面已持续一年有余。
How can the fast-food chain pull itself out of the rapidly deepening rut? Here are four possible ways to turn things around.
这位快餐连锁巨头怎样才能摆脱正加速恶化的局面？以下是四种扭转颓势的可行的方法。
Go fast-casual.As the fast-casual business increasingly cuts into the market for fast food, it may be time for McDonald’s to try and ditch its cheap but low-quality reputation.
转向快速休闲餐饮。鉴于快速休闲餐厅对快餐店市场份额的不断侵蚀，麦当劳或许应该尝试改变其低价低质的形象。
It seems the chain may be heading that way. “Today’s consumers increasingly demand more choice, convenience and value in their dining-out experience,” McDonald’s CEO Don Thompson said in a statement.
麦当劳似乎也正在朝这个方向发展。首席执行官唐o汤普森在一份声明中称：“现在的趋势是，消费者在用餐时要求有更多选择、更便利，并获取更多的价值。”
At least some McDonald’s locations are focusing on boosting the choice aspect, with a customizable menu that offers more options – and pricier burgers. McDonald’s “Create Your Taste” test platform is now expanding from four California stores to 30 locations in five more states, reports USA Today. By 2015, 2,000 U.S. locations will offer the menu platform, which allows customers to order more high-end burgers with toppings like eggs, smoked bacon and grilled mushrooms via tablet-like kiosks. The higher-quality burgers cost substantially more, with a customer burger with a drink and fries coming in at around $8.29, according to USA Today.
至少，麦当劳的一些门店正专注于增加菜单种类，推出可订制菜单，让顾客拥有更多的选择，以及价格更高的汉堡。据《今日美国》（USA Today）报道，麦当劳已着手将之前在加州4家门店开展的“自选口味”（Create Your Taste）试运行项目扩展到另外五个州的30家门店。到2015年，美国将有2000家门店推出“自选口味”服务，顾客可以通过触屏点餐台选择更多种类的高端汉堡，可以加鸡蛋、熏肉、烤蘑菇等食材。《今日美国》还称，优质汉堡的价格也更高。汉堡加上饮料和薯条，售价约8.29美元（约合人民币51元）。
The option is additionally expanding nationally in Australia, where the platform has also been widely tested. Incidentally, Australia was the only bright spot in McDonald’s Asia/Pacific, Middle East and Africa (APMEA) same-store sales, which dropped 4 percent despite Australia’s positive performance.
此前，麦当劳也曾在澳大利亚广泛试运行这项服务，公司计划将该服务在澳大利亚全国推广。无独有偶，澳大利亚是麦当劳在亚太、中东和非洲区的唯一亮点。尽管澳大利亚的业绩良好，但这一区域的同店销售额下跌了4%。
Serve more chicken.With the expansion of the “Create Your Taste” platform, McDonald’s is adding a second meat to the menu: Chicken. Now customers will be able to build their own chicken sandwiches at the kiosks.
推出更多鸡肉食品。麦当劳在“自选口味”的菜单上，增加了第二种肉：鸡肉。现在顾客可以通过触屏点餐台自行“制作”鸡肉三明治。
Chicken was the surprise MVP of the quick service industry in 2014, with chicken chains like Chick-fil-A and Bojangles thriving and restaurants across the industry adding more chicken to the menu. Servings of breaded chicken sandwiches have grown an average of 3 percent over the last four years.
鸡肉是2014年快餐业出人意料的明星产品。美国鸡肉快餐服务连锁店福来鸡（Chick-fil-A）和伯强格斯（Bojangles）发展迅猛，并且，整个快餐行业的餐厅都在增加鸡肉菜品数量。过去4年里，鸡肉三明治销量的年均增速达到了3%。
Chicken is seen as a healthier option than burgers, whether or not the sandwiches actually have a higher calorie count, helping the trendy fowl to fit in with the fast-casual trend. Additionally, with increased beef and pork prices, chicken is an economically sound options for restaurants interested in expanding their menu. Maybe it’s time for the biggest burger chain in the world to downplay the hamburger and focus on chicken instead.
我们暂且不论三明治的卡路里含量是否真的更高，但鸡肉被视为一种比汉堡更健康的选择，而这也让备受欢迎的鸡肉与快速休闲趋势一拍即合。此外，随着牛肉和猪肉价格的上涨，对于希望为顾客提供更多菜品的餐厅来说，鸡肉在成本上十分划算。对于麦当劳这家世界上最大的汉堡连锁企业来说，弱化汉堡地位、转而专注鸡肉的时代或已来临。
Simplify the menu.While the “Create Your Taste” menu sounds awesome in theory, it seems to run counter one of McDonald’s plans: simplifying the overstuffed menu.
简化菜单。“自选口味”服务的菜单在理论上听起来很棒，但似乎与麦当劳的一个计划背道而驰，即简化“拥挤”的菜单。
McDonald’s maintains that to restore momentum in the U.S., it is “diligently working” to simplify the menu. However, in an October survey, the vast majority of franchisees stated that McDonald’s had failed so far to fulfill its promise to streamline the menu, something that has been on the company’s to-do list for about a year.
麦当劳称，为重振美国业绩，公司正在“努力工作”，以简化菜单。然而，在10月份开展的一项调查中，大多数加盟店称麦当劳没能实现简化菜单的承诺。麦当劳已将简化菜单列入公司任务清单大概一年时间了。
Regain China’s trust.McDonald’s U.S. same-store sales slump is disturbing for the chain in large part because there is no one problem the brand can focus on. At least in Asia, McDonald’s knows what the issue is.
重获中国消费者的信任。麦当劳美国的同店销售额下滑之所以令人担忧，其中很大一部分原因在于，公司并不知道都有哪些问题需要重点解决。但在亚洲，至少麦当劳知道问题出在哪儿。
The scandal surrounding a McDonald’s supplier selling expired meat has continued to damage McDonald’s performance in Japan and China. Currently, the chain hopes to fix the problem by leveraging menu options and deals, but ultimately the only fix is to wait it out.
一家供应商销售过期肉的丑闻，还在持续损害麦当劳在日本和中国的业绩。当前，麦当劳希望通过改良菜单和优惠方案来解决问题，但最终，唯一的解决方法就是等待。
Yum Brands, who was also affected by the meat supplier scandal, estimated in October that recovery in the region would take at least six to nine months. So, internationally at least, it’s a waiting game for McDonald’s.
百胜餐饮集团（Yum Brands）同样受到了这起肉类供应商丑闻的影响。10月份，百胜估计，该区域业绩的恢复需要至少6到9个月的时间。所以，至少在国际层面上，麦当劳面临的是一场等待游戏。
